Spar targets younger shoppers with Shop & Win mobile marketing campaign

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Mobile marketing initiative

Mobile marketing initiative

Spar, the UK’s leading symbol store group, is launching its first major mobile marketing drive today (11 August 2014). Working in conjunction with i-movo, the market leader in secure digital vouchers, the campaign is called ‘Shop & Win. It is the highest value mobile coupon giveaway that i-movo has organised with a convenience retailer.

The ‘Shop & Win’ drive has been co-ordinated by Blue Chip, the multi-channel promotional strategy and shopper activation agency appointed by Spar earlier this year.

‘Shop & Win’ targets younger audiences by offering a daily top prize of an iPad Air along with hundreds of instant prizes (redeemable immediately in Spar stores) through partnerships with brands including Cadbury’s, McVities, Coca Cola, Mars and Walkers. The drive will be promoted through TV & radio advertising, social media activity, extensive point of sale and a dedicated website.

The promotion runs across more than 1,900 of Spar’s UK stores, attracting new customers into store as well as increasing visit frequency of existing Spar shoppers.

To enter the daily draw and for the chance to win free product vouchers or money-off coupons, shoppers in Great Britain text Spar plus the last four digits of their till receipt number, while those in Northern Ireland text SHOP plus the last four digits of their till receipt number. Alternatively, shoppers can enter for free online at www.spar.co.uk/win.

Product coupons will be sent to mobile winners immediately using digital voucher partner i-movo. Free products and money-off coupons will run across dozens of products including, Cadbury’s Fingers, Alberto Balsam shampoo, Oreo cone ice-cream, Malibu and Tropicana juice. And every day for six weeks, a draw will determine the winner of the daily iPad Air™ top prize.

The targeting profile of 18-44 year olds follows research conducted on behalf of Spar. That research revealed that although Spar has high recognition and loyalty from older shoppers, there is scope for significant growth in other areas.

Spar UK’s marketing manager Andy Burt said: “This is an exciting time for Spar as it is important that we engage with a younger audience.

“The deployment of mobile vouchers enables us to ensure that we have a secure method of rewarding our customers. Real-time reporting also allows us to manage the performance during the campaign and provide us with the ability to react quickly to changing market conditions.

“We are particularly pleased to have worked with Blue Chip and i-movo on this, our first major national mobile marketing campaign. We are confident that the drive will increase footfall into our stores over the coming weeks.”

Myrtle Doyle, who heads up Blue Chip’s London office, said: “The very nature of this initiative – delivering rewards over mobile – will encourage re-appraisal of Spar amongst younger shoppers, who are yet to see major supermarkets use mobile couponing in a meaningful way. The campaign, developed using our expertise with convenience shoppers, will change shopper behaviour and is perhaps a glimpse into the future – showing what can be achieved when mobile coupon redemption systems exists at the till.”

A 10-second bolt on will be added to the Spar August TV advertising campaign to feature ‘Shop & Win’ between 12–25 August.